七月 4, 2019

代写价格-跨国公司的销售策略

代写价格-跨国公司的销售策略

宏观环境因素与正式制度因素分析

政治因素

尽管公司在不同的市场上都表现得很活跃,但业务扩张的活动只在相当有限的几个产品市场上重叠。重叠部分涉及小型家用电器、个人护理和口腔护理等部门。然而,这些类型的重叠似乎在牙刷行业很明显。欧洲委员会先前考虑过手动牙刷的相关市场,将电动牙刷和可充电牙刷与粉状牙刷分开,从而使产品市场的确切定义保持开放。然而,欧盟委员会决定,如果充电牙刷和电池牙刷的钥匙属于同一产品市场,则该市场将保持开放。或者,如果产品的联合市场需要一个重要的定义,因为在市场的界定下不会发生竞争问题。对市场的调查证实,欧洲的零售商一直在就国家层面的销售代表与供应商进行谈判。市场的这种划分得到了市场份额的显著差异和国家不同成员之间价格的显著差异的证实。同样的道理,宝洁的定价政策也在全国范围内制定。通过对消费市场的进一步调查,证实了国家不同成员之间消费者的偏好仍然存在差异。正因为如此,主要竞争对手的销售策略在成员不同的州是不同的,在不同的州有不同品牌名称下的产品销售。

经济因素

2011年,宝洁在全球个人和美容护理产品类别中排名第一,在男士美容产品、脱毛产品和护发产品方面排名第一,其次是2005年收购吉列(Gillette)。自2006年以来,由于在新兴市场和西方市场都面临激烈的竞争,该公司BPC产品的份额一直在下降。欧莱雅影响了宝洁公司的经济地位,因为欧莱雅拥有大量不同价位的产品,在中国护肤品市场占据领先地位。在整个西方市场平台上,公司的产品与竞争对手相比,并没有成功推出合适的成功产品。宝洁在全球180多个国家提供服务和产品的同时,还在80多个国家开展业务。销售分为以下四个主要部分:

截止2014年,北美地区的销售额占总销售额的44%,达348亿美元

截至2014年,西欧占总销售额的22%,价值174亿美元

截至2014年,东北亚地区占总销售额的4%,价值32亿美元

截至2014年,发展中市场占总销售额的30%,价值237亿美元

代写价格-跨国公司的销售策略

Analysis of Macro-Environment Forces and Formal Institutional Factors

Political Factors

Even though the company has been showing activeness across different markets, the activities of business expansion overlap only over a considerably restricted number of the markets of product. The overlaps are in concern with the sectors of small household appliances, personal care, and oral care. However, these types of overlaps seem to be apparent in the industries for tooth brushes. The European Commission considered previously the relevant market of product for manual toothbrushes in separation from powdered brushes that are battery driven and rechargeable toothbrushes that resulted in leaving the exact definition of product market open. However, the Commission has taken the decision leaving the market open if rechargeable and battery toothbrushes have key belonging to the same market of product. Or if a joint market of product requires a significant definition as no concerns of competition would be taking place either under the delineation of market. The investigation of the market confirms that the retailers of Europe have been negotiating over the national level having representatives of sales over the respective group of suppliers. This delineation of the market is corroborated by the substantially different shares of market and significant differentials of price between different members of the state. In the similar sense, the pricing policy of P & G has been set nationally. Further investigating the consumer market, it was confirmed that the preferences of consumer still diverge between different members of the state. Due to this, the sales strategies of key competitor are in variation in different states of the member, and there is a sale of product under a number of different names of brand in different members of the state.

Economic Factors

P & G had been at number one rank in the product category of personal and beauty care in the year 2011 at the global level with top most ranks in men’s grooming products, depilatories and hair care followed by the acquisition of Gillette in the year 2005. The share of the company for the BPC products has been declining since the year 2006 as it has been facing intense competition in both, emerging markets and western markets. L’Oréal affected the economic position P & G, as it obtained a leading position in the products of skin care in China owing a large number of products at different points of price. Across the Western market platforms, the products of the company have not been successful in launching appropriate success in comparison with the competitors. P & G has been conducting its operations in more than 80 countries while offering services and products in almost 180 nations all across the globe. There is division of sales across four key segments that are as follows:

North America is accountable for 44 percent of overall sales as of the year 2014 worth 34.8 billion dollars

Western Europe is accountable for 22 percent of the overall sales as of the year 2014 worth 17.4 billion dollars

North East Asia is accountable for 4 percent of the overall sales as of 2014 worth 3.2 billion dollars

Developing markets are accountable for 30 percent of the overall sales as of 2014 worth 23.7 billion dollars

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